Understanding researchChapter One

Public Relations & Research

Research is the beginning of a process that seeks to bring about a specific objective You may be familiar with many of PR processes

discussed in other PR courses. For example: Marston’s RACE model (Research, Action,

Communication, Evaluation) Hendrix’s ROPE model (Research, Objectives,

Program, Evaluation) Cutlip, Center & Broom’s four-step process (Defining

PR Problems, Planning & Programming, Taking Action and Communicating, Evaluating the Program)

History of Public Relations Research It’s often argued that public relations

practitioners fear research, though practitioners have always relied on research to some degree

What’s Changing in Modern PR Research?

1. Modern PR strives to deliver show how PR activities are influencing the bottom line.

1. The profession has moved from looking at large groups of people to looking at targeted, specialized groups.

Informal & Formal Research

Observing of people, events or objects of interest as they occur

Typically use qualitative methods

Systematic gathering, analyzing, and evaluating of data via some methodology

May use quantitative or qualitative methods

Informal Research Formal Research

Why Conduct PR Research?

Without research, PR practitioners are essentially guessing when it comes PR problems and PR campaigns / programs This results in a greater risk of being unable to

predict outcomes accurately Without research, we can not assess:

Where a problem begins How it evolves What the end product will be

Research & Decision Making

As PR has transitioned from a technical to a management function, the role of research has become increasingly important

Management decisions are influenced by many factors — acquiring and analyzing data are instrumental to the decision-making process

How is Research Used?

Research is used to: Track, measure, assess and evaluate PR actions To monitor trends and developments as they

occur Research is essential to the assessment and

measurement of PR messages and campaigns Helps PR practitioners know what’s working,

what’s not working and what corrective strategies we need to employ

Research & Evaluation

Evaluation is conducted during all parts of the PR process, including: At the pre-campaign research phase During the actual campaign At the end of a campaign

Evaluation Throughout the PR Process

Methodological Approaches to Data Research encompasses two methodological

approaches to data Informal – observations, taken from the

researchers experiences Formal – a more objective approach to data,

surveys and polls, social scientist Each methodology has advantages and

disadvantages

What is Quantitative Research?

Quantitative Research: The objective, systematic and controlled gathering of data

What is Qualitative Research?

Qualitative Research: relies on the subjective evaluations that provide researchers with an in-depth description and understanding of a particular subject or event

Quantitative vs. Qualitative Research

Quantitative Research Qualitative Research

Data Collection

• Controlled • Objective• Systematic Observation

• Uncontrolled• Subjective• Random Observation

Data Assessment

• Can be reliably measured• Validity can be measured• Is deductively interpreted

• Cannot be measured reliably• Validity is assumed• Is inductively interpreted

Outcomes

• Description• Understanding• Prediction• Control

• Description• Understanding

Quantitative vs. Qualitative Research Quantitative research creates population norms Qualitative research provides in-depth

understanding that is found outside of population norms

Quantitative and Qualitative methods compliment one another When combined, we can both predict how groups

acted or reacted and provide richer detail and understanding as to why they reacted a certain way

Triangulation: Using more than one research method in order to provide a better understanding of the problems under study

Introducing Theoretical & Applied Research Two basic types of research

Theoretical – seeks to provide an underlying framework for the study of public relations

Applied – seeks to use theory-driven research in business world situations

How Does Theoretical Research Work?

The theoretical researcher's ideas are put to the test in laboratory settings This means the researcher is trying to test research questions

in as “pure” a condition as possible The researcher establishes which variables cause changes

in other variables There is little theoretical research performed in the PR field,

though this is changing due to an increased emphasis on demonstrating how PR contributes to the “bottom line” (i.e. return on investment, ROI)

How Does Applied Research Work?

Theoretical research findings are used by the applied researcher

The applied researcher practices strategic research and evaluation research

Evaluation provides a baseline at a campaign’s start and allows researchers to set benchmarks against their research Benchmarks enable researchers to determine how their

campaign / program results compare to the industry or other companies

The Theoretical Researcher as the ArchitectThe Theoretical Researcher as the ArchitectCreates abstract plans that determine what the structure should look likeCreates the framework for how concepts and ideas work togetherSpecifies how certain materials should be usedSpecifies which concepts or ideas can be used

The Applied Researcher as the Builder

The Applied Researcher as the BuilderTakes the plans and uses them to construct the end-productUses the theoretical researcher’s framework & applies it to solve real-world problems

Research Questions

The relationship between applied vs. theoretical research and quantitative vs. qualitative research is driven by the kinds of research questions that are asked

A research question is actually a statement made into a research question

Types of Research Questions

Questions of Definition

Questions of definition: define what is it that we are attempting to observe

Most basic question asked by PR researchersThese questions are judgmental in that they seek to define what it is that we should be observingMay be answered by quantitative or qualitative methodology

Questions of Fact

Questions of Fact: seek to compare across or between groupsQoF arise from questions of definitionAnswer questions dealing with quantity — how much, how manyQuestions of fact can be verified or refuted through observation (i.e. quantitatively)Not capable of being answered through qualitative researchOften used when:

We want to know whether a communication strategy has produced change in how a public views a product

Whether a communication vehicle (how the message was delivered) has made a difference in the perceptions of an organization’s message

Questions of Value

Questions of Value: ask “how well” or “how good” something is

Can be answered quantitatively or qualitatively, but are best answered qualitatively

Answering QoV quantitatively means that researches must rely on attitude measure

Answering QoV qualitatively allows researchers to ask individuals what they think of the research object being measured and why

Questions of Policy

Questions of Policy: ask what should be doneQoP are always strategicAre almost always categorized as applied researchAnswered by carefully looking at the findings of questions of definition, fact and value

Require agreement on the definition of the problem, on the findings of fact and value

In its application, the QoP most often addressed is the actual development and execution of a communication campaign or program

Use of Research in PR Research is on the rise and is getting increasingly

sophisticated Employing both formal and informal research methods Using more complex statistical analyses

More theoretical research is being conducted by the industry

As we become increasingly global, there is a need for better understanding of complex social and economic issues

Best Practices in Public Relations

1. Research methods & procedures should:1. Be clear and have well defined research

objectives2. Have a through research design and strictly

adhere to it3. Provide detailed supporting documentation

2. Quality and substantive research findings should:

1. Demonstrate effectiveness2. Link outputs (tactics) to outcomes3. Develop better communications programs4. Demonstrate an impact on business outcomes5. Demonstrate cost effectiveness 6. Apply to a broader range of activities

Definitions

Applied research: seeks to use theory-driven research in business world situations

Data: The observations we make of the world around us via some methodology

Deductive reasoning: a “top-down” approach where research begins with a theory which is narrowed into a more specific hypothesis, tested through observation, and then confirmed or denied.

Evaluation research: provides assessments of how well the program or campaign is working

Formal research: the systematic gathering, analyzing and evaluating of data vis some methodology

Inductive reasoning: A “bottom-up” approach where research begins with specific observations and measures, begin to detect patterns and regularities, begin to formulate a tentative hypothesis, and finally develop general conclusions or theories

Informal research: the observing of people, events, or objects of interest as they occur

Definitions

Laboratory research: research that has been carefully controlled to exclude anything that might influence the relationships under study other than the specific concepts under study

Quantitative Research: The objective, systematic and controlled gathering of data

Qualitative Research: relies on the subjective evaluations that provide researchers with an in-depth description and understanding of a particular subject or event

Strategic research: the development of a public relations campaign or program that uses theoretical elements (e.g., messages, sources) in a practical way

Theoretical research: seeks to provide an underlying framework for the study of public relations

Triangulation: Using more than one research method in order to provide a better understanding of the problems under study

Variables: concepts that have been carefully defined for measurement